A Welsh charity has called for tailored health warnings to be included on drinks advertisements.

Alcohol Concern Cymru (ACC) today publishes research showing more than half of adverts and advertorials in supermarket magazines do not contain a specific ‘drink responsibly’ message.

And ACC says many other firms incorporate the message into promotional slogans to “fit the wider theme of the advertising campaign”.

The charity has also demanded increased regulations of alcohol ads.

'Customers are entitled to better advice'

Of the research, which was carried out in Cardiff over the course of six months, the charity’s Mark Leyshon said: “Where ‘drink responsibly’ messages were included, typically these were used by alcohol companies as another way to promote their brands instead of advising consumers about the health risks associated with alcohol.

"A more effective approach would be to replace these messages with mandatory health warnings and to implement tighter regulations on how alcohol is advertised.”

Mr Leyshon accused the drinks industry of “paying lip service” to helping people drink moderately but denied the call was the nanny state in action, saying instead the charity wanted adverts to include facts so drinkers were better informed.

“Consumers are entitled to better advice than what they are getting from the alcohol industry,” he said.

'Evidence-based warnings'

“Rather than vague messages about drinking responsibly hidden at the bottom of adverts and printed in tiny font we need factual information that allows us to make grown-up choices about our drinking.”

The Portman Group, representing drinks companies, said 90% of products were already labelled with warnings on drinking while pregnant and 75% with the chief medical officer’s daily guidelines – up from 18% and 6% in 2008.

“The responsible drinking message is just one of many ways that drinks companies provide information about sensible drinking to consumers,” a spokesman said.

“Drinks companies and retailers also provide unit information in pubs, bars and shops across the country and fund Drinkaware – the leading alcohol education charity – who provide consumer information on their website and through apps.

“Alcohol producers and retailers are taking real action to encourage healthier lifestyles and foster a culture of responsible drinking.”